Blog | 22 March 2018

Ground-breaking LGBTQ+ Mini-documentaries for Superdrug from The River Group

Superdrug says it’s time for Beauty Without Bias, starting with a series of ground-breaking mini-documentaries by The River Group exploring health and beauty issues facing the LGBTQ+ community.

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The five vlog-style mini-docs are fronted by beauty vlogger Salih Cikikcioglu, aka The Eyebrow King, and will drop on the Superdrug Loves YouTube channel in the run-up to June’s International Pride Month.

The first film, Meet The Beauty Boys, went live on Saturday, 17 March 2018.

Salih Cikikcioglu, 24 (@Salihsworld on YouTube and Instagram), chats to three make up-loving men about their journey to be accepted publicly and at home, the issues they have faced and those who have paved the way ahead of them.

Salih, an established style and beauty influencer became a source of inspiration for the young LGBT+ community after he published his video Being Gay Is Hard – Coming Out As A Gay Turkish Muslim on Salih’s World, his YouTube channel, six months ago. His first coming out story has 347,000 views.

‘I’m so excited to be part of this project and explore different issues affecting the LGBTQ+ community. I’m learning so much, and I can’t wait to share what I’ve found out with the viewers’ says Salih.

This first film will be followed by a further four documentaries on issues such as LGBTQ+ body image, trans role models, safer sex and finding support in the community.

The series has been produced for Superdrug by The River Group, and will be accompanied by a set of Pride makeup tutorials, which will go live on Superdrug’s YouTube channel later this year, showcasing how to slay your Pride 2018 look.

Content on the series will also be featured on the SuperdrugLoves social channels, as well as on the blog from March 2018.

In addition to this bespoke video content, Superdrug will unveil more activity in June in line with Pride.

Simon Comins, Superdrug Commercial Director, said; ‘We have always been a great supporter of Pride and this year are delighted to really celebrate Pride and what makes it unique, kicking off the activity with this new video content.’


  • Salih has 306k Instagram followers and 56k subscribers to his YouTube channel.
  • Salih’s World started in 2012, and his video, Being Gay Is Hard – Coming Out As A Gay Turkish Muslim, has 50k views.
  • Salih’s Muslim and Gay Coming Out Story has 347k views.

Like to learn more? Please contact Tory Frost Editorial Director – AS Watson via email or call 0207 420 7000.

Andy Greening
Andy Greening
Digital Manager at The River Group

Andy is Digital Manager at The River Group, specialising in digital publishing and strategy. Andy also consults on podcasting and video post-production. Follow him on Twitter @andrew_greening.

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